The psychology of color and its importance in storytelling

The psychology of color and its importance in storytelling

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Colors surround us; we are in constant interaction with them; and regardless of the field in which we work, they have a greater or lesser impact on us and on what we do.

Of course, there are sectors such as psychology, design, architecture and marketing where they have a direct relationship. But it is also important to handle at least basic notions of the subject in sectors such as engineering, photography and cinematography, copywriting, and even storytelling. Knowing what each color means and what it conveys can be a very powerful tool when it comes to transmitting a non-verbal message.

This isn’t just about communication with others.

And if you don’t believe me that managing the correct colors is something necessary for storytelling, I recommend the article “Color as the Main Character of Breaking Bad” by Picnic-Media, where a deep analysis of the use of colors in the work is made.

Returning to where we were, I would like to emphasize how important it is for a marketer to have deep knowledge of the subject. Of course, when saying this, the following comes to mind for many: “Of course it is necessary for branding,” but it is not only necessary when working on the visual identity of a brand. The psychology of color is involved in topics such as UI/UX design, which is the fundamental basis of PLG (product-led growth), which is today’s trend when it comes to effective marketing, together with BTL (below the line) advertising.

Having a tool as broad as colors that can transmit information in the same way that a jingle, aroma, or typography can does opens up nearly infinite possibilities when used.

Having a tool as broad as colors that can transmit information in the same way that a jingle, aroma, or typography can does opens up nearly infinite possibilities when used.

But in order not to make this article more extensive, I leave you as a recommendation the book “The Psychology of Color” by Eva Heller, where the subject is dealt with in depth. I find the book so good that it’s on my list of books every marketer should have read at least once.

Without more to say, I hope you have enjoyed the article and if it was useful to you, please share it with all those professionals who you think also need to know about the importance of colors.

Picture of Miguel Alejandro

Miguel Alejandro

I like to talk especially if it's about technology, finance, blockchain or geek stuff.
Miguel Alejandro

I like to talk especially if it's about technology, finance, blockchain or geek stuff.

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